Here's why:

Since late in 1996, I have been involved in the selection and registration of domain names in a number of roles – from consultant through delivering training to, more lately, as a lecturer in Higher Education. 

For what seems like forever [though it’s only around five years] I’ve been writing a book on the subject of what is involved when organizations set about the task of choosing the ‘right’ domain name. As part of the book I need to give examples of the good, bad and indifferent names that can be chosen.

One significant issue is the length of a domain name – a particular problem if the organization [or brand] has a long title and is well established in the ‘offline’ world under that title. So I needed a long name as an example. And I watch the Simpsons. And one of Montgomery Burns’ dubious investments is in … the Baltimore Opera Hat Company.

So if you are here because you are a Simpsons' fan - sorry, nothing on this page for you.